Evidence-based messages for climate and health advocacy
Edward Maibach, MPH, PhD
@MaibachEd
Arizona Health Professionals for Climate Action
September 2024
Conflict of Interest Disclosure
(And: My Story of Self)
As a public health professional:
I’ve decarbonized my life to the fullest extent possible,
divested my savings from fossil fuel investments,
and I’m “all in” on accelerating the transition
to a clean energy economy at work and through my work.
Evidence-based guidance for �effective communication campaigns:����Simple clear messages, �repeated often, �by a variety of trusted and caring voices.����
Source: Maibach et al (2023) Annual Review of Earth and Planetary Sciences
Americans trust health professionals
as a source of information about global warming
In 1980, seven American and Soviet physicians established the International Physicians for the Prevention of Nuclear War. ��Their message: A nuclear war would destroy civilization and might extinguish human life.��In 1985 IPPNW was awarded the Nobel Peace Prize for its central role in helping to open arms control discussions between the U.S. and the USSR.
Evegeny Chazov
Leonid Illyin
Mikahil Kuzin
Bernard Lown
James Muller
Eric Chivian
Herb Abrams
�”Their work commands great respect. For what they say and what they do is prompted by accurate knowledge and a passionate desire to warn humanity about the danger looming over it. In light of their arguments and the strictly scientific data they possess, there seems to be no room left for politicking. And no serious politician has the right to disregard their conclusions.” �����
Mikhail Gorbachev (1987)
"I want to thank you [IPPNW] for your great contribution to preventing nuclear war. Without it and other effective antinuclear initiatives this [INF] Treaty would probably have been impossible.” ���
Mikhail Gorbachev (1993)
What is the first thing
that comes to mind when you hear global warming?
Hans-Jurgen Mager
Photo by Danielle Barnes
Reuters
Reading brief statements about the eight health-harming pathways of climate change…
…and who is most likely to be harmed…
Report source: Medical Society Consortium on Climate & Health (2017)
Message test source: Kotcher et al. (2018) GeoHealth
…increases people’s cognitive and affective engagement with the issue, especially political moderates and moderate conservatives.
Five policy solution pathways that protect our climate and our health:��#1: Clean, renewable energy and reduce energy waste�#2: Climate-smart foods, farms, and food systems �#3: Clean and active transportation options�#4: Improved buildings and homes�#5: Better community design and land use����The climate benefits of these policies take years to accrue, �and only in small amounts distributed worldwide.
The health benefits accrue almost immediately and �primarily locally in the communities that take the actions. ��
Source: Medical Society Consortium on Climate & Health (2022)
The most effective climate/health narrative:
1. Shows the health impacts
Top three: air pollution; food-borne diseases; extreme weather
2. Identifies policy solutions
Top two: clean energy; and improved community design
3. Affirms helpful social norms
"Most (people) agree that we want healthy communities and a healthy climate, [and many of us/but not enough of us] are taking action”
All three types of information increase engagement, but solutions information has the most impact.
This is equally true for Republicans as for Democrats.
Source: Kotcher et al. (2021) Journal of Climate Change and Health
Calling out opponents to climate action �further strengthens the climate/health narrative
Which opponents?
Fossil fuel CEOs and their lobbyists
Some politicians
Fossil fuel CEOs and their lobbyists, and the politicians who are in their pockets*
What it accomplishes, and with whom?
It significantly strengthens policy support and the intention to advocate.
It is most effective with Republicans and Independents, thus providing further evidence of the depolarizing effect of the climate/health narrative
Source: Kotcher et al. (2023) The Lancet Planetary Health
* Most effective treatment condition
Reading about the health risks of air pollution from fossil fuels increases support for a transition to clean energy.
People were also concerned about:
Source: Kotcher et al. (2019) BMC Public Health
People are especially concerned that air pollution causes neuro-developmental harm to children.
This is true for both Republicans and Democrats.
We have a unique opportunity
in that the fossil fuel and climate/health narrative:
Makes the problem personal
Brings the benefits of solutions into the present,
and into our communities
Calls out the opposition
Depolarizes the issue
Fossil fuel pollution and climate change :
IT’S BAD | Continued fossil fuel use and the climate change it is fueling are creating a public health catastrophe. Burning fossil fuels worsens climate change and profoundly harms health in many ways. The health harms from climate change will worsen exponentially if communities and nations don’t rapidly end fossil fuel use and complete the transition to clean energy. |
IT’S UNFAIR | Our nation’s most vulnerable people are bearing the brunt of the health harms from air pollution and climate change. Everyone’s health is being harmed by air pollution and can be harmed by climate change, but some groups are being hurt first and worst—including babies and children, seniors, outdoor workers, people with chronic health conditions and disabilities, and people in low-income communities and communities of color. |
THERE’S HOPE | By taking action now, we can protect our health and promote prosperity. The actions we need to take—switching to clean energy, clean cars & buses, and healthy food, buildings, and communities—will create extraordinary health benefits and will do so almost immediately, especially for us here in [our town, our state]. The transition to clean energy will create cleaner air and water, healthier places, better health, and more sustainable prosperity for all. That’s why I’m [doing X] |
OTHERS CARE | Most people stand with me in wanting these actions taken. Most Americans support a rapid and fair transition to clean energy. Health professionals and the people we serve can work together to pressure fossil fuel company CEOs and the politicians in their back pockets to stop obstructing progress. Later is too late. |
BOTTOM LINE | Ending fossil fuels and climate pollution is a new beginning for health |
| |
Closing thoughts on effective advocacy:
Always start with the story of self—as a health professional (and a parent, and whatever is most relevant to you). People don’t care how much you know until they know how much you care. The story of self is how you show why and how much you care.
People won’t remember exactly what you said, but they will remember how you made them feel. Help them feel your concern and your determination to make a difference.